As usual, Dela Quist of Alchemy Worx has decided to turn things on their head and not accept the 'norm'. In this case he's being irreverant to the holy 'relevance' mantra of email marketing....and he makes a good point. In the latest issue of email-worx,, he talks about replacing 'relevance' with ...

Loren McDonald lists these 14 annoyance factors that drive email list churn: Sending irrelevant email messages Sending emails too frequently Expanding permission to other mailings Sending an offer to customers for a product/service they have already purchased Not using any of the data you collected ...

Despite your hard work and what is in your opinion a well-planned and flawlessly executed email campaign, you may still find yourself with deadwood on your list. Recipients who have been inactive, meaning no opens and no clicks, for six months or more are dragging down your campaign’s performance....